How do traditional enterprises do short video marketing well?

Leo Boehner, an advertising guru, said that advertising is to show the inherent drama of products.

He believes that every commodity is an innate drama; The advertiser is to dig out the magic of the goods that people are interested in, and then show it through advertisements, so that products, not ideas, become the protagonists of advertisements!

Today, most advertisements are either boring slogans or empty emotional appeals and attitude appeals; But I just forgot that what can impress consumers most is the magical effect and dramatic scene displayed by the product itself in practical application!

Today's short videos such as Tik Tok and Aauto Quicker are the stage to show the dramatic magic of goods! Enterprises need to incarnate as screenwriters, use commodities as props, direct a good play, and let the magic of commodities be expressed in a dramatic way, so as to fascinate the audience!

For example, when we search for Haidilao in Tik Tok, the most interesting thing is often the mode of eating Haidilao hot pot. Internet celebrities eat or challenge 100 yuan to eat all Haidilao!

Here, Haidilao is no longer a place to eat hot pot to fill your stomach, but a stage for creativity and imagination. Everyone is eager to go shopping once and experience the feeling of being the protagonist; And this is often the place that can impress consumers the most.

For example, we search for UU errands in Tik Tok, a running errands company that started in Zhengzhou and specializes in delivering express delivery; Most of the most interesting scenes in his videos are all kinds of funny scenes that happened between the running man and the customer in the process of delivering the express to the customer, such as helping the customer to modify the program bug, helping the lovelorn beauty to be a temporary boyfriend, and helping the game otaku to play the BOSS customs clearance.

Here, UU's courier errand is no longer a simple courier, but a superhero who can fix everything in one second and trouble KO customers; Imagine who accidentally called such a hero to add a little fun to his life when he called errands?

Another example is the Xiaomi mobile phone that is currently hot in Tik Tok; Xiaomi mobile phone often releases the operation show of new mobile phone in Tik Tok; For example, Xiaomi 10, which was recently released by Xiaomi Technology, has topics on how to shoot large movies, including lazy bed photography, how to take a photo at home, slow down the world, and shoot shocking pictures from a super wide angle. These are also the dramas of Xiaomi's mobile phone. How can consumers wait to buy one to play with themselves after seeing it!

The short video marketing of traditional enterprises is to fully consider what role their products play in users' life scenes and what dramatic effects they will produce; Then use the magician's technique to show the magic of the product; Instead of thinking about how to make funny jokes!

You know, Leo Boehner's famous saying is that we hope that when our product advertisement meets consumers, consumers can't help but sigh that it is really a good product, not that it is really a good advertisement!